Almost three in five adults say they would feel comfortable ordering the driver-friendly option in front of their friends when they go out for a drink.

And 49% reckon it is more socially acceptable now than five years ago.

Less than half admit having tasted the booze-free beverage - though among men the figure rises to 54%.

Being the designated driver was the main reason for choosing the drink, with 46% giving this reply. A further 39% admitted they just tried it out of curiosity, according to the ComRes poll of 2,050 adults commissioned by brewer AB InBev UK, which makes UK market leader Beck's alcohol-free lager.

Beck's marketing manager Jennifer Anton said: "It is encouraging to see customers are comfortable ordering alcohol-free beers when out with friends."
It does not mean Britons are going off their usual tipple though - sales of beer and cider rose 6.8% this year as the World Cup was followed by a warm summer.